Sunday, June 23, 2024
Nonprofit Registry Image
HomeNewsBtoBJim Lillig, of NSI Industries, on effective B2B marketing strategies in the...

Jim Lillig, of NSI Industries, on effective B2B marketing strategies in the age of AI, influencers, retail media networks, and a cookie-less Web

Jim Lillig is Digital Marketing Director at NSI Industries, a Buffalo Grove, Illinois, PE-backed company that sells electrical connectors and other products in the building technologies sector.

Jim is an experienced B2B marketer who’s a font of useful information about what works — and what doesn’t — in the age of influencers, retail media networks, and a new generation of prospects conditioned by Amazon to expect a seamless B2B purchasing experience. He’s also a man who doesn’t mince words when it comes to critiquing what Google is lately up to in terms of removing cookies and IP address-based information from marketers’ toolkits.

I really enjoyed my conversation with Jim. We cover many topics relevant to anyone doing B2B marketing today, including:

  • The particular challenges of B2B marketing in the building technologies sector, including complexity and channel conflicts.
  • The challenges of managing data for B2B manufacturers, especially with respect to obtaining clean data for distributors.
  • Effective B2B marketing strategies, including targeting specific audiences through geofencing and traps, custom audiences, and first-party data.
  • The importance of ontology, hierarchy, and taxonomy in B2B purchasing.
  • How a potential acquisition of Hubspot by Google will impact the digital marketing ecosystem.
  • The importance of understanding social media beyond just personal use, especially in B2B.
  • How marketers should leverage forums, testimonials and social media to influence the purchase decision at the point of sale.
  • The importance of omni-channel marketing, given the fragmentation of media and the need for brands to be present across multiple channels to reach their target audience.
  • The potential impact of Google’s privacy-driven changes on ABM (Account Based Marketing) and CRM (Customer Relationship Management) marketing.
  • Challenges associated with aggregating accurate sentiment data from customer comments.
  • Why smart marketers should focus on collecting first party data from all marketing activities.



Related Articles